Background

Mr. Lenny Sands serves as the President and Chief Executive Officer of Homeland Housewares, LLC. Mr. Sands served as the Chief Executive Officer and Founding Partner of Alchemy Worldwide LLC. He has over two decades of extensive experience in marketing, manufacturing, and sourcing. Mr. Sands has earned international recognition as an innovator and leader in the direct response television (DRTV) marketplace. He is highly respected in the industry, with a consistent track ... record of successful results. Operating from offices in Los Angeles, Hong Kong, and China, Mr. Sands oversees finance, operations, and distribution. Prior to establishing Alchemy, Mr. Sands created his own direct marketing company, Lohan Media, which specialized in developing long-form infomercials for the well-established fitness brand Body by Jake Fitness. Mr. Sands served as President and Joint Venture Partner of Guthy Renker Fitness, a well-known leader in the direct response television arena. He was responsible for developing, manufacturing, and overseeing all consumer brands. In 1997, he launched a successful direct response and retail campaign with ICC Corporation for the Torso Tiger, a fitness product with sales of over $100 million. Mr. Sands served as Senior Vice President of Bollinger Industries, a consumer products company with sales at Kmart, Walmart, and Sears. He was responsible for the development, sourcing, and manufacturing of over 300 products in six Southeast Asian countries. Mr. Sands served as Vice President of Weider Health & Fitness, a consumer fitness company and owners of the well-known Shape and Fitness magazine. He was responsible for the Consumer Product Division, the Consumer Retail Division, Operations, Sourcing, and Manufacturing. He serves as the Chairman of the Board of Alchemy Worldwide LLC. Mr. Sands has been a Member of Center for Asia Pacific Policy Advisory Board at The Rand Corporation since August 2007.

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